Clothing Home Textile Brands Compete For The Share Of The Line.

In 2013, the brand channel business of the Internet and retail genes was very popular in the capital market, and the O2O concept stocks rose very well. P

An industry analyst pointed out that enterprises with benign development of double line integration will still be favored in 2014.

Online shopping is showing explosive growth. If the brand does not take the opportunity to layout the online channel, it will miss the online market share, and the impact of the electricity supplier on the physical store is obvious. The best way is to promote double line integration and form a positive interaction.

In the short term, O2O will not contribute much to performance, but it will be beneficial to supply chain improvement, customer experience enhancement and market share expansion in the long run.

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< p > < strong > home textile enterprises intensify their efforts to plan O2O < /strong > /p >

< p > from the 2013 Tmall double eleven war situation, clothing home textile enterprises occupy six seats in sales TOP10.

Yang Zhaohua, President of China Home Textile Association, said at the 2013 China Home Textile Conference that sales of home textile lines will exceed 60 billion yuan a year, compared with 28 billion yuan last year.

Guo Da Lu, vice president of Tmall, also pointed out at the meeting that the proportion of home textiles in the online shopping market has reached 10%. As a result of standardized products, the proportion of future network is expected to exceed that of clothing.

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"P", according to the Shanghai assail marketing Limited by Share Ltd statistics, in 2013, the double 10 line of home textile brand sales of about 1 billion 130 million yuan.

According to data collected by the great wisdom news agency, the turnover of the three 11 home textile listed companies exceeded 350 million yuan, an increase of more than 75% over the same period last year, of which Roley's home textile reached the top four in Tmall's double eleven single store pactions, while fuanna ranked seventh.

Meng Jie home textiles, Bo Yang home textiles, mercury home textiles and so on are good performance.

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< p > double eleven often accounts for nearly half of the electricity sales of enterprises in 13 years. The great wisdom news agency learned that the household income of Luo Lai textile is expected to be close to 400 million yuan in 2013, an increase of nearly 100% over the same period last year.

Fuanna expects 2013 electricity supplier revenue to reach 300 million yuan, accounting for about 15% of the total sales.

The annual revenue of Meng Jie will exceed 100 million yuan.

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< p > the number of franchisees in three major home textile enterprises can not be underestimated. How to safeguard the interests of franchisees while developing electricity providers is a common problem faced by them. Three enterprises have chosen to promote double line integration.

Roley took the lead in putting forward the online and offline parity price, and incorporated O2O strategy into part of its supply upgrading plan. Its online brand LOVO double eleven sales accounted for 90%. Fuanna and Meng Jie also focused on mining big data and launching interactive service marketing, speeding up the combing of the company structure and moving towards a two line integration.

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< p > it is worth mentioning that the industry has revealed that more than 30 large enterprises are now planning to integrate online and offline schemes. Several enterprises or listed companies in the provincial equity trading center are developing dual line integration. The combination of online and offline businesses will create more value for enterprises.

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< p > < strong > clothing enterprise O2O break, < a href= "http://www.91se91.com/news/index_c.asp" > Pathfinder < /a >, American Bang throws out plan < /strong > /p >

< p > data show that in 2012, the scale of China's apparel online shopping market was about 318 billion 880 million yuan, an increase of 55.6% over the same period last year, and apparel accounted for 26.9% of the online shopping market, firmly occupying the largest category of online shopping.

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< p > but most Chinese clothing enterprises still use the electricity supplier as an important channel to reduce inventory and slowly walk on the road of O2O.

A famous clothing company executive's point of view is very representative. He thinks that almost all brands are talking about O2O, the operation mode is very much, but has not seen a very successful mode.

The conflict of channels will be more intense. We must take into account the interests of franchisees. If we want to do O2O, we will surely join the agents.

Moreover, the development of O2O needs a process, which requires a lot of thinking and observation.

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< p > < --EndFragment-- > --EndFragment-- A is currently the leading enterprise in the A share fashion enterprises. It is the Pathfinder and the American Apparel. Following the following Saturday and the international market, many e-commerce companies have been set up to enhance the development of the electricity supplier to the more important aspect of the company.

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Tao Xu, a former Pathfinder, said that the company had achieved about 200 million yuan of electricity supplier income by the end of November 2013. The sales volume of the double eleven Tmall flagship store is about 78 million yuan, and it is estimated that the proportion of electricity supplier income will exceed 15% in 2013.

On top of a high-end consumer product forum held by a brokerage firm, executives of the Pathfinder revealed that through the continuous development of online business, the company plans to increase the proportion of electricity supplier income in 2013 from 10% last year to 20%, and in the future, it hopes to reach 40% level.

Among them, self ownership and affiliate account for 50% of the total share. 30% of the affiliate share is customized products, and 20% comes from offline products.

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< p > a brokerage analyst who has long followed the company's development pointed out that the Pathfinder took the lead in joining the online franchisees in the industry and quickly promoted the effect.

At present, there are about 30 online franchising stores, with more than 300 distributors.

The future online sales system will be: B2C platform sales (official flagship + online distribution) + authorized stores (offline sales channel electronization) + vertical e-commerce + self service travel platform interaction.

If successfully implemented, the leading position of the company will become increasingly consolidated in the outdoor industry.

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< p > in addition, the company is discussing O2O cooperation with Tencent and is expected to push WeChat payment function in the near future.

The WeChat game launched by Pathfinder and the first domestic outdoor sports integration service software (APP), which integrates outdoor search platform, outdoor consulting service, product order, and other functions, increases customer experience.

At the same time, the company plans to complete the touch-screen installation of 30 stores before and after the Spring Festival in 2014, which is more convenient for online docking.

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< p > and the O2O mode of the United States apparel system has also been formally promoted.

Zhou Chengjian, chairman of the US bond company, told the great wisdom news agency that the company's systematic O2O mode includes deep cooperation with WeChat and other platforms, the opening of all the stores under the state buying platform and offline, and the establishment of micro member management in the whole country.

At the same time, he stressed the effective breakthrough in the management mechanism of the company, and solved the problem of mutual investment in the offline channels.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > American state dress < /a > self owned shops account for nearly 5 of the total performance of the company.

The market thinks that the implementation of O2O mode in American bond clothing has great enforceability and import opportunity.

Zhou Chengjian said that in the coming year, the United States will launch more than 100 experiential shops nationwide, all of which are direct stores.

Three years to complete the national store upgrade.

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< p > < strong > O2O is a long-term strategy with limited contribution to short-term performance < /strong > /p >

< p > most brokerage analysts said that the development of a href= "http://www.91se91.com/news/index_c.asp" > electricity supplier < /a > is the trend of the times. The layout of online channels to seize market share is urgent, and the strategy of double line integration can protect the interests of all parties to the maximum extent, and promote the healthy development of online and offline. However, O2O involves the reconstruction of the supply and marketing system of the whole enterprise, and it is still time to run in the interests. In the short term, because of the problems of online price control and chaos, the impact on the physical store is large, and so on, it can not be healthy, stable and profitable, and enterprises can not blindly seek fast.

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< p > most enterprises worry that once the channels are liberalized, the price and quality will be chaotic. It is forbidden to open shop on franchisee online, and O2O will be delayed.

Similarly, the seven wolves who joined in the early introduction of the above Pathfinder mode, but the number of network franchisees is not large at present.

Pathfinder has its own understanding: franchisers need to clarify their roles. If they believe that they are in conflict with offline and offline businesses, they are competitors. If they believe that they can convert online UV traffic to offline custom-made business, then they are partners.

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< p > a trade analyst thinks that O2O is a brand new method. The key lies in how to use the enterprise, and it takes a long time to cultivate and run it successfully.

It has five major values: increasing interaction with customers, expanding online brands, increasing service value, reducing costs and increasing sales.

But not all garment enterprises are suitable, at least for now, some high-end clothing enterprises are not ready yet, so is YOUNGOR.

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< p > the stock of Langer, which is mainly used for more than 18 months, has a very significant effect. It has no cross with the physical stores, and the products of the electronic business are sold at a price below half off. The mode will be maintained in the next two years.

YOUNGOR's electricity supplier channels were previously hosted by third parties, and the effect was not good. The company just took over and did not plan to focus on the strategy.

Such enterprises generally believe that high-end clothing brand customers attach importance to shopping environment, online shopping has limited impact on brands, and development channels are still the key.

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